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UK: Westons cuts Wyld Wood abv, revamps packaging

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Westons is lowering the abv of its Wyld Wood organic classic cider and still cider, while refreshing the packaging across the three-strong range.

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The abv of the two Wyld Wood variants will be reduced to 6%, the company announced today (9 May), to bring it in line with its Wyld Wood pear cider. The cut will remove around 2m alcohol units from the market, based on current volumes, Westons said.

Along with the change in strengths, the entire brand will be re-launched with new "simplified" packaging from the end of May. 

The changes will take effect across all markets where Wyld Wood is sold - the UK, France, Canada, Australia, Spain, Finland and Sweden.

"It was clear that we needed to evolve the organic cider’s packaging to deliver a clearer and more direct message to the consumer whilst reinforcing the product quality," said Westons' marketing head, Ian Lewis.

He added: "Furthermore, we take social responsibility very seriously and so reducing the abv of Wyld Wood was very important to us in meeting the CSR (corporate social responsibility) objective of reducing the number of units in the market."

Last month, Westons' commercial director, Roger Jackson told just-drinks that he believed cider can make a breakthrough in China, but the group’s key export focus remains Australia.


Sectors: Beer & cider

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